Contents
Introduction To Second Edition
I The Principles of Branding TV
1 Competition Changes Everything
2 Branding is Just a Fancy Name for Promotion, Right?
3 Branding and the Marketing Mix
6 Say What You Mean, Mean What You Say: The Jargon of Brand Management
7 TV Brand Equity: Why Brand Equity Is a Good Thing
II The Practice of Branding TV
11 Who’s in Charge of the Execution?
13 What to Brand: Setting Priorities
14 Using On-Air Media for Branding
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